L'Oreal Superior Preference Hair Color – our gold standard in luxurious permanent hair color since 1973. Superior Preference at-home hair coloring kit is special because it delivers super shiny luminous hair color. Preference gives you long lasting hair color that’s fade-defying for weeks and weeks. From root to tip whether you have blonde hair%2C brown hair%2C black hair or red hair color%2C your color won’t look dull or brassy. Preference is available in over 50 Luminous Shades. Our Luminous Blonde shades range across a wide spectrum from light blonde to dirty blonde%2C honey blonde to red blonde and strawberry blonde to champagne blonde. Our rich Brown shades range across the spectrum of ash brown to sun-kissed caramel brown. Our deep Red shades range from dark red to auburn and copper to mahogany to burgundy. Each shade is crafted to show infinite tones and reflects%2C so you can find your own Superior Preference signature.